PARIS, FRANCE – In 75 years of Formula 1, Moët & Chandon champagne has been part of the sport’s greatest moments of celebration: Fangio, Lauda, the Prost–Senna rivalry, Schumacher, Hamilton… The Maison, which initiated the champagne-on-the-podium tradition back in 1950, marks a historic return as Official Champagne for the next ten years.
To accompany this new chapter, Moët & Chandon chose Leroy Tremblot, a design agency specialised in sport, following an international tender. The agency was selected to imagine the entire new post-race ritual and deploy a global visibility platform across all Formula 1 Grand Prix races worldwide.
A strategy built on emotion and togetherness
With the signature “Victory Is Better When Shared,” the strategy developed by Leroy Tremblot is rooted in a simple idea: celebrating victory in all its human dimensions. Because a victory is more meaningful when shared: with your team, supporters, and loved ones.
A holistic brand experience
Leroy Tremblot has redefined the celebration ritual, from the moment drivers cross the finish line to the end of the podium ceremony, by designing:
- A complete experience for the three podium drivers, for example a dedicated cheering zone for winner and team in parc fermé; the winner signing a bottle for a loved one;
- A redesigned cool-down room, imagined as a warm, sophisticated space for enhanced exchange between drivers and their close circle;
- A reimagined podium, enabling Moët & Chandon to live at the very heart of the sport’s most iconic celebratory moment;
- Branding and visibility assets placed throughout key areas of the circuit (on-track signage, parc fermé, mixed zone, cool-down room, podium) to strengthen the brand’s impact in the F1 universe with the new brand colour red.
A premium yet welcoming set-up, visible across all Grand Prix races of the season, reinforcing Moët & Chandon as the signature of shared triumph.
